This article provides marketers with information and guidance on several major media channels. View Summary

This article provides marketers with information and guidance on several major media channels.

The channels include television, digital, print, radio, out of home and cinema are analysed.

Audience, effectiveness measurement and media strengths of each are detailed.

Whilst digital technology is driving sustained change, and it is vital for brands to have a digital media strategy, television maintains the largest share of consumers' media time.

Print has lost audience share but remains trusted by consumers, whilst out of home advertising has expanded to incorporate digital and mobile technology.

2

Understanding Out of Home Audiences

Includes video content

Recommended by Warc editors

Trends

Best Practice

Andrew Green, Warc Best Practice, January 2015

This article explores the different ways out of home media can be used as part of the marketing mix, and explains how digital is improving its effectiveness and changing how it can be used. View Summary

This article explores the different ways out of home media can be used as part of the marketing mix, and explains how digital is improving its effectiveness and changing how it can be used.

More than $38bn will be spent on out of home advertising worldwide in 2015 - about 7% of total adspend - and around a quarter of this will be digital out of home.

As well as roadside panels and public transport networks, out of home encompasses advertising on beer mats, sandwich boards, litter bins, bus shelters, supermarket trolleys and more.

Digital technology allows electronic sites to be updated or changed, creating opportunity for advertising targeted by time and expected audience.

Measurement continues to be difficult for out of home - both estimating audiences and then understanding impact - but technology is helping with this too, and new methods are becoming available.

3

PepsiCo: Marketing in the context of the consumer

Includes video content

Recommended by Warc editors

Trends

Best Practice

Geoffrey Precourt, Event Reports, Focus on Consumer Insight, May 2014

This event report discusses how PepsiCo, the food and beverage corporation, is reframing the role of marketing, based on examples from Nike+ to innovative forms of outdoor advertising. View Summary

This event report discusses how PepsiCo, the food and beverage corporation, is reframing the role of marketing, based on examples from Nike+ to innovative forms of outdoor advertising.

Its developing model is based on the idea that brands should provide utility, see things from the perspective of consumers and facilitate dialogue.

Brands have long tried to make themselves a part of customers' daily lives, but this is becoming less and less viable as aspiration moves beyond simply buying products.

As the trust consumers place in big companies as a group has declined, it is clear that a different approach is needed.

Helping consumers on their personal "journey" is emerging as the best way to be authentic and involved in their lives.

This article describes a new approach to out of home (OOH) advertising effectiveness measurement. A lack of data has prevented the ROI of OOH media being properly measured, leading to some assumptions that it is of little value. View Summary

This article describes a new approach to out of home (OOH) advertising effectiveness measurement. A lack of data has prevented the ROI of OOH media being properly measured, leading to some assumptions that it is of little value. This new approach monitors consumers' actual movement through use of GPS, allowing a more realistic understanding of how people see OOH ads. This improves the quality of data available for econometric modelling. Examples of three campaigns where this data has been successfully used to understand the impact of OOH, and optimise campaigns, are given.

5

Getting with the program: Programmatic trading and Out of Home

Includes video content

Recommended by Warc editors

Trends

Best Practice

Kinetic Futures, April 2014

This article examines the effect that programmatic buying, predominantly used for online formats, could have on selling outdoor media. View Summary

This article examines the effect that programmatic buying, predominantly used for online formats, could have on selling outdoor media. Out-of-home (OOH) does function very differently to online, being a one-to-many medium which makes addressing people individually impractical. However, programmatic systems could be used to ameliorate the need for media owners to bundle panels and use set posting cycles, which they must currently undertake to reduce the cost of sales and the risk of unsold inventory. This unbundling could increase the value to advertisers and operators, improving marketers' perception of this channel and their willingness to use it. It is necessary though to heed the problems online display has seen with the commoditisation of lower-quality inventory and the resulting decline in media prices.

6

Social and Out-of-Home media

Includes video content

Recommended by Warc editors

Trends

Best Practice

Kinetic Futures, April 2013

This article summarises the implications that the development of social media might have for out-of-home (OOH) or outdoor communications. View Summary

This article summarises the implications that the development of social media might have for out-of-home (OOH) or outdoor communications. Interactive OOH advertising is highly visible and public. This public nature influences how people engage with it, with people more likely to notice an advertisement if someone is interacting with it. Observers may also interpret engagement as an implicit endorsement of the communication and so be more receptive to its message. Mobile-mediated amplification can make good use of location, such as offering rewards in exchange for check-ins through location-based social media. Also, implicit place-based social networks exist in many public places and could be employed in the same way that physical bulletin boards are currently used.

Historically, out-of-home data has been oversimplified, with agencies using sources such as fortnightly spend or number of panels as an explanatory variable. View Summary

Historically, out-of-home data has been oversimplified, with agencies using sources such as fortnightly spend or number of panels as an explanatory variable. This oversimplifies the complex nature of OOH. This article shows how to apply econometric modelling to ascribe outcomes of out-of-home investment and identifies key elements that need consideration when these models are used. It highlights how to avoid common mistakes and the role played by creative in the effectiveness of outdoor campaigns.

8

Interactivity and Out-of-Home

Includes video content

Recommended by Warc editors

Trends

Best Practice

Kinetic Futures, October 2012

This article summarises the use of interactivity in out-of-home (OOH) or outdoor advertising and challenges advertisers to reconsider how they communicate outside of the home. View Summary

This article summarises the use of interactivity in out-of-home (OOH) or outdoor advertising and challenges advertisers to reconsider how they communicate outside of the home. Previously, OOH has predominantly been a one-way communication and evaluated largely upon reach of message, but providing for audience engagement will provide further benefits. Two forms of interactivity in this medium are through digital signage, which is interactive in itself, and through mobile devices, which allow for individual and personal connections. The specific implications for each method is considered in this article, as they address two different types of audiences.

9

Asia's outdoor future

Includes video content

Recommended by Warc editors

Trends

Best Practice

Ashish Bhasin, Admap, November 2011, pp. 42-43

Different Asian markets are at different levels of development in terms of out-of-home media. Some, such as Singapore, Hong Kong, Korea and Japan are already highly developed, India and China are huge and Malaysia, the Phillippines, Thailand and Indonesia are rapidly developing and will catch up in a few years. View Summary

Different Asian markets are at different levels of development in terms of out-of-home media. Some, such as Singapore, Hong Kong, Korea and Japan are already highly developed, India and China are huge and Malaysia, the Phillippines, Thailand and Indonesia are rapidly developing and will catch up in a few years. The biggest driver of change has been the deployment of better techniques and technology, especially in India and digital OOH, led by China is spreading rapidly.

10

Planning for the new interactive possibilities of UK Out of Home media

Includes video content

Recommended by Warc editors

Trends

Best Practice

Nick Mawditt, Warc Exclusive, Kinetic, August 2011

A discussion of current trends in outdoor advertising in the UK - one of the more mature markets for the channel. View Summary

A discussion of current trends in outdoor advertising in the UK - one of the more mature markets for the channel. Rising smartphone ownership is leading to more and more billboards being equipped with NFC or RFID transmitter/receivers, making outdoor ads more interactive than before. Digital billboards are also increasing in number. "Smart posters" able to recognise consumers by sex, age and mood could also be deployed in the medium term. Posters will also become more integrated with social media. Research indicates that consumers will be happy to interact with billboards to get access to promotional offers. But challenges remain over measuring effectiveness.

11

On the threshold of change: Part 3 - Targeting, measurement and trading

Includes video content

Recommended by Warc editors

Trends

Best Practice

Warc Exclusive, The future of Out of Home media in the UK, Kinetic, July 2011

The Out of Home industry in the UK has had a prosperous history and adapted well to change in recent years through the application of high investment levels from media owners and attempts to be more accountable, measurable and flexible. View Summary

The Out of Home industry in the UK has had a prosperous history and adapted well to change in recent years through the application of high investment levels from media owners and attempts to be more accountable, measurable and flexible. Kinetic's Future of Out of Home project focuses on how change can be clearly and successfully implemented by the industry, but also outlines how client, consumer and commercial needs will test the resolve and the creativity of the industry as it adapts to change. The third part of the report warns that the full potential of Digital OOH will only be unlocked if digital technology is used and traded in a way that adds significant value to the consumer experience and to the level of engagement delivered to advertisers. Possibilities for this development can come from the changing requirements of advertisers as fragmentation continues, with the imminent 2012 Olympics offering obvious landmarks for outdoor investment. Real-time planning will become available through networked sites and social media integration.

12

Outdoor Lives and Outdoor Advertising in the Philippines

Includes video content

Recommended by Warc editors

Trends

Best Practice

Warc Exclusive, Kinetic, June 2011

A summary of consumers' everyday lives in the Philippines and how they interact with different media from Kinetic's "Moving World Asia". View Summary

A summary of consumers' everyday lives in the Philippines and how they interact with different media from Kinetic's "Moving World Asia". The themes include urbanisation, travel including commuting and holiday destinations, rise of leisure time, shopping habits and technology use. Examples of highlighted statistics are that Filipinos spend more time at home than the other surveyed nations, but when out of the home, shopping is a major activity and the population is remarkably young - more than half the population is under 25 years old. Included are several charts representing the trends.

13

Outdoor Lives and Outdoor Advertising in Thailand

Includes video content

Recommended by Warc editors

Trends

Best Practice

Warc Exclusive, Kinetic, June 2011

A summary of consumers' everyday lives in Thailand and how they interact with different media from Kinetic's "Moving World Asia". View Summary

A summary of consumers' everyday lives in Thailand and how they interact with different media from Kinetic's "Moving World Asia". The themes include urbanisation, travel including commuting and holiday destinations, rise of leisure time, shopping habits and technology use. Examples of highlighted statistics are that Thai consumers spend more time at home during the week than most of the rest of the surveyed nations. However, they spend significantly more than average out of the home at weekends, with big retail destinations are a growing force. Included are several charts representing the trends.

14

Outdoor Lives and Outdoor Advertising in Malaysia

Includes video content

Recommended by Warc editors

Trends

Best Practice

Warc Exclusive, Kinetic, June 2011

A summary of consumers' everyday lives in Malaysia and how they interact with different media from Kinetic's "Moving World Asia". View Summary

A summary of consumers' everyday lives in Malaysia and how they interact with different media from Kinetic's "Moving World Asia". The themes include Malaysia's increasing urbanisation, travel including commuting and holiday destinations, rise of leisure time, shopping habits and technology use. Examples of highlighted statistics are that Malaysians spend more time out of the home than any of the other surveyed nations, driving is the main mode of commuting and receives over 23 million international visitors a year. Included are several charts representing the trends.

15

Outdoor Lives and Outdoor Advertising in Singapore

Includes video content

Recommended by Warc editors

Trends

Best Practice

Warc Exclusive, Kinetic, June 2011

A summary of consumers' everyday lives in Singapore and how they interact with different media from Kinetic's "Moving World Asia". View Summary

A summary of consumers' everyday lives in Singapore and how they interact with different media from Kinetic's "Moving World Asia". The themes include its total urbanisation, travel including commuting and holiday destinations, rise of leisure time, shopping habits and technology use. Examples of highlighted statistics are that Singaporeans is home to a high population of skilled immigrants and is well known for its shopping and food. The city has good transport infrastructure, meaning they are willing to commute for extended periods. Included are several charts representing the trends.

16

Outdoor Lives and Outdoor Advertising in Hong Kong

Includes video content

Recommended by Warc editors

Trends

Best Practice

Warc Exclusive, Kinetic, June 2011

A summary of consumers' everyday lives in Hong Kong and how they interact with different media from Kinetic's "Moving World Asia". View Summary

A summary of consumers' everyday lives in Hong Kong and how they interact with different media from Kinetic's "Moving World Asia". The themes include Hong Kong's total urbanisation, travel including commuting and holiday destinations, rise of leisure time, shopping habits and technology use. Examples of highlighted statistics are that Hong Kong's residents are some of the most connected and oldest in the surveyed nations, and has a 184% mobile penetration. Included are several charts representing the trends.

17

Adstats: Outdoor adpsend

Includes video content

Recommended by Warc editors

Trends

Best Practice

Warc Data, June 2011, pp. 47-47

This edition of Adstats provides a statistical overview of outdoor advertising expenditure, including global figures and trends for major regions and countries, as well as product category breakdowns ... View Summary

This edition of Adstats provides a statistical overview of outdoor advertising expenditure, including global figures and trends for major regions and countries, as well as product category breakdowns for the US and UK.

18

Outdoor effectiveness

Includes video content

Recommended by Warc editors

Trends

Best Practice

Jim Jarrett and Mark Bulling, Admap, May 2011, pp. 40-41

A joint study by the Outdoor Media Centre and Mindshare demonstrates that advertising makes a significant contribution to brand development. View Summary

A joint study by the Outdoor Media Centre and Mindshare demonstrates that advertising makes a significant contribution to brand development. Outdoor advertising builds brands by providing presence or 'fame' essential for strong brand development. It sustains the strongest brands, builds young brands and is associated with more confident brands. It also drives search across a number of categories more cost-effectively than other media. The importance of presence to brand development has long been recognised. Outdoor helps the best brands to succeed, amplifies brand values and enables digital to work more effectively.

19

Ten trends for making the most from digital out of home campaigns

Includes video content

Recommended by Warc editors

Trends

Best Practice

Carolyn Nugent, Warc Exclusive, March 2011

This paper discusses the rapid growth of advertising expenditure on digital out of home advertising in the UK, USA and elsewhere, before offering advertisers ten pieces of advice to maximise consumer engagement and ROI on campaigns involving digital OOH formats. View Summary

This paper discusses the rapid growth of advertising expenditure on digital out of home advertising in the UK, USA and elsewhere, before offering advertisers ten pieces of advice to maximise consumer engagement and ROI on campaigns involving digital OOH formats. These include considering the environment and time of day of exposures; the use of interactive technologies and integration with mobiles; and buying strategies for cost effective campaigns.

20

Channel planning out-of-home: Moving target

Includes video content

Recommended by Warc editors

Trends

Best Practice

Graeme Hutton, Admap, January 2011, pp. 32-33

Out-of-home advertising used to be regarded as a discrete set of channels which, besides cinema, ranged from outdoor road sites to street furniture. View Summary

Out-of-home advertising used to be regarded as a discrete set of channels which, besides cinema, ranged from outdoor road sites to street furniture. Today, three forces have converged to radically alter the out-of-home landscape: smartphones; the emergence of the ‘fourth screen’(any environmental or ambient video screen); and 360° communications planning, which looks at all commercial forms of reaching consumers. UM has developed its Channel Allocation Tool to show the value of each channel against an array of communications objectives and audiences. As consumers become more media-literate, they will increasingly expect messages that fulfil their specific needs at any time or place.

21

Reach, Medienreichweite, Cobertura or Couverture? A view of OOH methodologies across countries

Includes video content

Recommended by Warc editors

Trends

Best Practice

Daniel Cuende, ESOMAR, WM3, Berlin, October 2010

New winds are blowing with the sound of bits and chips, making irreversible and deep changes in the media, from content to audience measurement. View Summary

New winds are blowing with the sound of bits and chips, making irreversible and deep changes in the media, from content to audience measurement. Until this point, most audience measurement systems have not kept pace with such changes. However, Out of Home is another story. “Digital” is contributing to make Outdoor into something stronger, flexible and fast (soon even cheaper). It helps plan in timeframes, dayparts, local content. New audience measurements provide accurate information for users/advertisers/buyers in OoH even in this new digital stage.

22

Reach/Frequency and Optimization Challenges as Traditional Media Go Digital: A solution from out-of-home

Includes video content

Recommended by Warc editors

Trends

Best Practice

Tony Jarvis and Pete Walsh, ESOMAR, WM3, Berlin, October 2010

The ‘long tail’ of digital media creates new challenges, not only for audience measurement but also for the design of media research databases, analytical systems and reach/frequency models. View Summary

The ‘long tail’ of digital media creates new challenges, not only for audience measurement but also for the design of media research databases, analytical systems and reach/frequency models. Current reach/frequency and optimization models generally work from the ‘bottom up’, as individual media units are selected and combined one at a time. This presentation describes a ‘top down’ solution for Out-of-home and its broader implications for increasingly fragmented media, notably digital and on-line, whose currencies are produced by the integration of diverse data sets.

23

Signs of the times

Includes video content

Recommended by Warc editors

Trends

Best Practice

Douglas Quenqua, ANA Magazine, August 2008, pp. 12-13

In 2007, when spending on advertising in the U.S. grew by just 0.6%, out-of-home spending increased by more than 7%, according to Nielsen Monitor-Plus, the second consecutive year that expenditures on outdoor significantly outpaced the growth of the advertising market in general. View Summary

In 2007, when spending on advertising in the U.S. grew by just 0.6%, out-of-home spending increased by more than 7%, according to Nielsen Monitor-Plus, the second consecutive year that expenditures on outdoor significantly outpaced the growth of the advertising market in general. Such a performance is eye-opening on its own, and also because out-of-home has traditionally had a reputation for being difficult to measure. The category continues to attract so much attention from advertisers in part because of a shift in consumer attention driven by advances in technology and the increasing amount of time consumers spend away from home. The fastest-growing portion also consists of digital and in-store media, which is more measurable. As this trend develops, the medium could well continue to prosper.

24

Ambient media – how the world is changing

Includes video content

Recommended by Warc editors

Trends

Best Practice

Daniela Krautsack, Admap, November 2007, Issue 488, pp. 24-26

This article reviews current developments in ambient media. The competitive environment has multiplied and technology is rising fast (RFID, the integration of Bluetooth and infrared technology). View Summary

This article reviews current developments in ambient media. The competitive environment has multiplied and technology is rising fast (RFID, the integration of Bluetooth and infrared technology). In the future, it may be possible to monitor conversations and tailor displays instantly to what is being said. This depends on consumers giving permission to be monitored; but surveys suggest that teenagers are unconcerned about maintaining privacy and data protection. Young people are most liable to be impressed by stunts. Analysis of 4,500 case studies over ten years shows that only a few brands used ambient media strategically: most were one-offs, and often festival schemes. Mini, adidas and Nike have consistently used non-traditional media for branding. Possible future developments in the field include more convergence of art with advertising; more 'green' advertising; more legislation and self-regulation; more use of high technology and more consumer focus and participation. Ambient media will continue to be part of communication strategy, but only if it is adapted to people's lifestyles.

This article discusses near-purchase media, point-of-sale and ambient media positioned close to point-of-sale, such as trucks carrying 48-sheet posters (Mobile Media) and advertising on cash machines (ATM:ad). New technology has revolutionised outdoor media, producing improved targeting, reduced costs and greater accountability. Large-format digital printers have meant that campaigns can be on the road within 24 hours of receiving artwork, back-lit advertising can be used after dark and material can be downloaded via a network onto retail TV screens in real time. New technology also facilitates accountability, for example through GPS satellite tracking continuously recording the position of poster vans and EPOS proving the effectiveness of washroom advertising.